Fans are concerned about the move.
1 hour ago
NewJeans, once considered the leading girl group of their generation, is now facing an uncertain future after a long legal battle with their label ADOR. A recent change on their social media account has now pushed fans to wonder if it’s all coming to an end.
NJZ (NewJeans) | ADOR
With Danielle expelled and the return of Minji still not confirmed, fans have been waiting with bated breath for any formal update regarding NewJeans’ future activities. Amid this, some noticed that OLENS, a leading Korean contact lens brand, had unfollowed the official Instagram account of the group.
It seems like Olens ended their contract with NewJeans, as they unfollowed their official account pic.twitter.com/qcXEIGiU07
— YB🦋 (@NJZBAM2) February 9, 2026
Fans noted that this move was significant, given that OLENS has remained consistently loyal to NewJeans since appointing them as brand ambassadors in 2023. Even during the very complicated legal conflict between the group and their label, they didn’t withdraw the ambassadorship, unlike the other endorsement deals the group had.
OLEN’s “unfollow” has hence sparked mixed reactions, including discussions about NewJeans’ possible future and how their brand value has been tarnished in the past year.
I’ll be honest I think this is partially recognizing NJZ brand as a whole but also that ador ruined their reputation by suing the dolphiners… nobody wants to work with people who will sue them and not keep their word https://t.co/XqnDMSRHWl
— 🌙 (@kittyprince_dae) February 9, 2026
Olens was the brand that posted the members the most during the hiatus, but once the group returned as an incomplete lineup, they decided to end the contract.
This further proves that brands recognize NewJeans’ value specifically as a five member group. https://t.co/G9WeV6Cw0g
— Truth (@LLP20002) February 9, 2026
Olens was one of those brands that never abandoned them, not even in the most difficult times, and always had respect for the girls and NewJeans… So, simply, thank you, Olens.🫂 https://t.co/2ffRz40wae
— 𝐍𝐄𝐖𝐉𝐄𝐀𝐍𝐒_𝐈𝐒_𝟱𔒌 🏎️🏁🍀♡🐇 (@Jeanz_5) February 9, 2026
Praying this means disbandment https://t.co/8926xpz6vi
— ☼ star ☼ (@downl1ke) February 9, 2026